5 C’s of Marketing

The five “C’s” of marketing are just that – five alliterated words that each relate to a marketing campaign and are there to help put it on the right track. The five C’s are Customer, Company, Competition, Collaborators, and Context.

Here is an analysis of the five C’s of marketing strategy relative to The Crystal Cup.


  • Target Audience – Students (university and TAFE)
    • Frequency: 2 – 4 days per week (based on timetable structure from SAE campus)
    • Quantity: Most commonly coffee, once per day visiting
  • Target Audience – Busy bees (inc. full-time employees, small business owners, parents etc.)
    • Frequency: Between 5 – 7 days per week
    • Quantity: Coffee, light meals or snacks to takeaway
  • Target Audience – New Age lifestyle, Pagans/witches, people who just want to learn about the craft
    • Frequency: 2 – 3 days per week
    • Quantity: Tea more than coffee, light meals


Trends/The company in relation to it’s customers’ needs.

  • Those practicing witchcraft/of Pagan beliefs have a tendency to require a “reset” time after a long working day or just before peforming rituals – the cafe is intended to be a place that caters to this
  • The “busy bee” demographic is more likely to visit a cafe for a sit-in meal over the weekend. During the week/working hours, fast service and convenience are top priority
  • Students frequent cafes more often during a stressful time/end of term


  • Competitors for new age businesses are rare, as the audience tends to be niche. For this demographic, it is easier to build a customer base
  • In the “busy bee” category, they need whatever is nearest, most convenient, as they are quite often on a strictly timed schedule/in a hurry. For those who live/work close to where the cafe would be, it would be easy to cater to them, for those who are further away/closer to competing cafes, it’s much more difficult
  • Students usually want something fast, and a lot of them do value health as well. But with limited budgets, they also need it to be cheap. To attend to this, and to convince students that it is worth journeying to a cafe instead of on-campus cafeteria services, prices need to be really competitive with other businesses in the area as well as serve good, wholesome products.


Collaborators would mostly be suppliers – for food/beverage supply, coffee beans, cafe machinery. Ideally supporting local Brisbane businesses in these areas instead of outsourcing, and also keeping a keen eye on the ethics and environmental effects of the supplier’s business.


Something referred to as a “P.E.S.T” analysis:

  • Political issues: regulations surrounding cafes have never been too heavy and are not set to change at any point in the near future
  • Economic issues: labor costs could be an issue with cafe prices set on the lower end of the scale, but is one that can be curbed by avoiding over-staffing the business
  • Social impacts: There are no known risks/long-term effects that opening a cafe based around Paganism could have on a community, within Australia
  • Technological impacts: Steps towards an eco-friendly building would be taken at the very beginning to assist in avoiding large electrical/water usage bills for the premises and in the long term ensure that the business does not get put out of pocket by more hidden costs than are necessary

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